Characteristics Of Different Types Of Markets And Analysis Of Domestic Market

< p > in the actual marketing activities, the most important problem for the marketing officers at all levels of the marketing system is how to achieve sales promotion. With the maturity and concentration of all walks of life, the increasingly rationalization of consumers, the increasingly assimilation of products and marketing tools, and the increasingly narrowing of the market space, the promotion of sales volume is becoming more and more difficult.

In the face of severe market situation, how should we adjust our thinking and determine effective competitive strategies? < /p >

< p > < strong > general thinking point < /strong > < /p >

< p > "therefore, those who are good at war should be determined by the potential rather than the people."

(grandson)

Therefore, the fundamental way to achieve market increments is to select and implement targeted market competition strategies on the basis of fully scientific analysis of market characteristics and competitive environment.

< /p >

< p > < strong > the basic logic of market situation analysis < /strong > < /p >

< p > because of the different factors such as market entry, resource input and market place of competitors, the enterprises have different "survival states" in the market.

How to identify the real market situation of enterprises is not only necessary to analyze the status of enterprises themselves, but also to analyze the current situation of competitors. The basic elements of market analysis are mainly centered on brand influence, product competitiveness, channel competitiveness, price competitiveness, promotion competitiveness and team execution power (hereinafter referred to as the six competitive forces of the market). By comparing and analyzing the above six market competitive forces with competitors, the current market situation can generally be divided into three types: the dominant market, the inferior market and the competitive market.

It should be emphasized that all types of markets are not completely isolated and invariable. The same market may show many market characteristics. Different types of markets refer to a certain stage of the market showing relatively distinctive characteristics. In practice, the characteristics of the market are evolving with the change of competition.

< /p >

P > < strong > the characteristics of different types of markets < /strong > /p >

P > < strong > dominant market < /strong > /p >

< p > the so-called dominant market is that the advantages or comprehensive advantages of enterprises in the six competitive forces of the market are obviously higher than those of the competitors.

The main characteristics of the market are: the time that the enterprise enters the market is earlier, the brand occupies the leading position in the consumer's mind, the product structure system is relatively perfect, the channel coverage is wide, the sinking level is deeper, and the terminal market rate is higher.

This kind of market is generally the base market of an enterprise (where the enterprise is located, or the area with short radiating radius), and the key strategic market.

< /p >

< p > < strong > inferior market < /strong > /p >

< p > the so-called inferiority market is just the opposite of the dominant market, which means that the competitive advantage or comprehensive advantage of the competitors in the six competitive forces of the market is obviously higher than that of the enterprise.

The main characteristics of the market are as follows: the brand influence is very weak or not, the product structure is relatively simple, the channel is fragmentary, and a large number of markets are blank, so the comprehensive competitive advantage is very weak.

< /p >

< p > strong > competitive market < /strong > /p >

< p > the so-called competitive market means that the competition between enterprises and their competitors is difficult in the game of "the six competitive forces in the market", and the comprehensive advantages of both sides are basically flat or in a state of alternating rise or fall.

Market competition is fierce and competition is reflected in all aspects.

< /p >

< p > different types of market incremental strategy < /p >

< p > (1), dominant market < /p >

< p > General Strategy: comprehensively strengthen the six competitive forces of the market, seize the market share of competitors, and enhance the barriers to market competition.

< /p >

< p > brand strategy: communicate with consumers deeply to enhance brand loyalty.

< /p >

< p > Product Strategy: continue to enrich the product structure, strive for overall competition in high, medium and low grade products, and strive to enrich the entry barriers of product lines or product segments.

< /p >

< p > channel strategy: intensive farming, channel sinking, thorough and comprehensive upgrading of product market rate and distribution rate, upgrading service level to all levels of channel members and enhancing loyalty of channel members.

< /p >

< p > price strategy: sort out the price system of members of the channel, maximize the profit level of the members of the channel, and reflect the actual price advantage of the product through the combination of terminal diversification promotion.

< /p >

< p > promotion strategy: maximize the efficiency of terminal rotation, increase the sales volume of single store, do more promotional activities aimed at consumers, and enhance the brand loyalty of consumers.

< /p >

< p > team strategy: strengthen the meticulous management of the team and enhance the overall execution efficiency of the team.

< /p >

< p > (2), inferior market < /p >

< p > General Strategy: focus on resources, fully strengthen a certain competitive power, form a strong competitive advantage at a certain point or part, so as to "tear a hole" in the tight market network of competitors.

< /p >

< p > brand strategy: gradually promote brand awareness through various promotions.

< /p >

< p > Product Strategy: strive to find the "product gap interval" in the competitor's product structure system, and then differentiate competition. If it can not be realized, choose the relatively weak products of the competitors to concentrate on the competition.

< /p >

< p > channel strategy: subdivide the channel type, find a relatively weak channel for competitors, differentiate competition, or focus on the mainstream channel, reflect the profit advantage through price setting, and conduct "lure" action to channel members.

< /p >

< p > price strategy: terminal fully reflects the advantage of price, offsetting the brand strength advantage of competitors.

< /p >

< p > promotion strategy: carry out the promotion of channel channels, cooperate with the price advantage, and quickly realize the basic channel layout of the products.

Narrowing the scope of sales promotion, increasing the frequency of sales promotion and promotion efforts, first of all, we have an advantage in the "point". With the growth of sales volume, the market input resources will increase, and the "battlefield" will gradually expand into a "prairie fire".

< /p >

< p > team strategy: to strengthen the team's positive attitude management, enhance the overall stability of the team, through the incentive policy of the award, establish the "brave warrior" typical of the award, and enhance the team's fighting spirit.

< /p >

< p > (3), competitive market < /p >

< p > General Strategy: strive to establish brand image quickly, choose the opportunity points of six kinds of market competitive forces (the best combination point between the current situation of enterprises and the six competitive forces of market), and establish competitive advantages quickly and separate competitors.

< /p >

< p > brand strategy: under conditions, it is better to achieve rapid promotion of brand influence through advertising promotion. Under unconditional conditions, it is necessary to promote brand influence through more promotional activities aimed at consumers.

< /p >

< p > Product Strategy: select the main single product, focus on training, take the lead in breaking through or attacking the weak product range of competitors, and form a clear product positioning appeal.

< /p >

< p > channel strategy: with channel penetration as the main means, we should increase our motivation and cut the share of our competitors. If we can encourage two weaker competitors, we will directly develop into our distributors.

< /p >

< p > price strategy: attacking the main single products of competitors, threatening the market base.

< /p >

< p > promotion strategy: increase the terminal input, such as the cost of entering the store, display and promotion, and so on, and guide them to push our products, so as to form a combined interception force at the terminal.

< /p >

< p > team strategy: stress the team's stability management and set up the team's psychological preparations for a "protracted war".

< /p >

< p > above is the main strategic direction and train of thought for realizing the increment of sales volume in these three types of markets. The formulation of specific market strategies and measures should be combined with more specific and rich industry background and regional characteristics.

< /p >

< p > we often compare marketing to war.

Just like war, when we plan to conquer a certain position, we must have a very accurate understanding of the specific situation of the position, and make precise strategic decisions on the basis of scientific analysis of these situations.

One of the most fundamental principles is to make concrete analysis of specific problems.

Everything has its own rules, and marketing is no exception. Therefore, when we make strategic decisions, we must pay attention to the application of marketing rules and even other laws. Indeed, it is true that many successful strategies are consciously or unconsciously applied or conform to certain rules.

One thing we need to mention is that when we divide the market, we usually prefer another standard: dividing the market into introduction, growth and maturity. It can not be said that such a division is wrong, but this division is only from the perspective of its own, or from the perspective of product week, and does not fully study the specific situation of many competitors in the market.

The choice of marketing strategy to a large extent is how to defeat competitors' strategic choice! < /p >